this comes after lance armstrong, which is different. that was true illegal activit activity. but why this guy was so invested in the story and have to continue it even after he knew it was a hoax is just inexplicable to me. >> bret: tucker? >> it's explicable if it's part of publicity campaign designed to gen up publicity prior to winning the heisman. not saying is it but that would make sense considering the sports coverage is not just about the story itself but the back story. not a long jumper but a survivor. she came this far. we learn so much about the lives of the athletes and all of this is designed to make us sympathize with them personally. he spoke about the death of the girlfriend. i don't think we ought to assume it was a woman who supposedly died the same day as his grandmother and that means he sympathetic victim. he could be the victim of the hoax and also a perpetrator. this is checkable but the point is nobody checked it. many sports reporters doesed a latory journalism that doesn't contain checking. it's designed to clobber over the athlete, not journalism.